Magazines may come and go in Egypt faster than you can take out a subscription, but that does not mean that a few endeavors here and there do not leave their mark and make us think twice.

Di Salata is Egypt’s first- and only- video magazine. The concept centres on the idea that they offer a diverse group of shows that aim to cater to everyone. The idea started right after the revolution as Mohamed El-Bassiouny, co-founder and managing director, told us.

“The idea was to create a hub for people to showcase their talent through this new platform, a video magazine, where people could browse shows much in the same way they would browse articles in a magazine but in a more dynamic way. After the revolution, social media and the internet became platforms for self-expression and even SCAF had a Facebook page.”

Di Salata offers shows that cover everything from fashion to cinema, what to do in Cairo, and motivation and self-improvement. The shows are hosted by people Di Salata believes have talent and charisma and they provide them with the space and opportunity to showcase their talents. “At first we had to rely on our friends or people that we personally knew, but as we expand we have the luxury to pick people based solely on talent.”

Di Salata is hopeful of success because it caters to an audience that is in between the magazine and the internet age, much like tablets are able to tap into the market of people stuck between cell phones and laptops but that want something in between.

With a sleek and attractive website that never forgets presentation is key, Di Salata aims to cater to all tastes. “The goal is to have something for every internet user in Egypt in the next three years,” said El-Bassiouny.

Though an ambitious goal, Di Salata’s reception may be indicative of where things are going in the future. “The reception has been great and we get very good feedback on what we are doing. We are offering something that is new and we cater to an audience and a market that is clearly in want of content but is not getting it,” said El-Bassiouny.

The name Di Salata essentially comes from the idea of diversity and the motto on the website is ‘join the salata that is our lives’. “The name denotes the diversity we are aiming for, precisely in the same way a salad is a mixed and eclectic assortment that has something for everyone,” added El-Bassiouny.

The website wishes to cater to audiences outside of Egypt as well, if possible. “We hope to offer content to everyone and perhaps expand and be able to offer something that caters to the needs of other markets outside Egypt, such as the larger Arab world,” said El-Bassiouny.

Di Salata is now in its second season, after a very successful first run. The magazine continues to add shows and content to ‘embrace individuality’. After hosting heavyweights like Amr Waked on their film show and Azza Fahmy on their fashion show, Di Salata has grown both in recognition and in audience, and we think it is for a very good reason.